Relationship Between Exposure to Fashion Media and Fashion Clothing Involvement

The researchers investigated theoretical connections between media exposure and fashion. They conducted two studies using both quantitative and qualitative methods. Results indicated that fashion involvement is motivated by social comparison and the reason behind is exposure to fashion media, cognitive dissonance reduction and peer influence. Furthermore, the role of traditional media, particularly role of magazines, is very powerful in the model of fashion communication.

Usually information on fashion or luxurious products come from mass media; traditional mainstream sources such as TV, fashion magazines, and newspapers. In this research work, the researchers attempted an explication of fashion involvement and its relationships with media exposure and some social psychological variables.

The researchers examined explication of fashion involvement and its relationships with media exposure and identified some social psychological variables. Researchers has defined involvement as the extent to which the consumers views fashion clothing as a central part of their life. In Chinese society, the relationship between fashion and individual consumption patterns in Chinese culture is different from that in the Wes.

In china fashion reflects an individuality that sets consumers apart from others. The researchers attempted to examine the major antecedents of fashion involvement, the relationship between media exposure and fashion involvement as well as predictive structure between social comparison, cognitive dissonance reduction strategies, peer pressure, and fashion involvement.


  • To examine the relationship between exposure to fashion media and fashion clothing involvement.
  • To investigate the effect of demographics, social comparison, cognitive dissonance reduction, and peer influence on fashion involvement.
  • To assess the role of social comparison regarding relationship between media exposure and fashion clothing involvement.

Researchers collected data through a random sample survey, 574 young residents both male and female were selected through random digital dialing in Guangzhou. For measuring fashion clothing involvement researchers used 5-point Likert-scale (1 = strongly disagree and 5 = strongly agree), participants responded four questions.

Media exposure was measured using, a 3-point continuous scale (1 = never; 2 = sometimes; and 3 = often), accompanied with three open-ended questions. Social comparison was measured using 5-point Likert-scale (1 = strongly disagree and 5 = strongly agree) accompanied with a questionnaire. Cognitive dissonance reduction was measured through three questionnaire items.

Researchers conducted several rounds of group interviews to explore opinions, attitudes and understandings shared by people from the same background. 20 participants were selected by means of purposive sampling in Zhuhai.

Five fashionable ladies, known fashion well, were in the first group. six young ladies, developing their fashion consciousness and on their way of formulating personal style and taste, were in the second group. The third group comprised five college girls, they were students. Four men, belonging various business were in the last group.

Group interviews were video recorded and facilitated by a doctoral candidate. The same questions, which included general questions, were asked in the group interview session.

In Study 1 media measurement focused on exposure frequency, results only showed how often respondents read fashion magazines or surf the Internet. In Study 2, media source and their influences were added, results showed participants’ attitude and inclination toward different media. Study 1 confirmed the effect of social comparison on fashion involvement whereas study 2 cross-validated the social comparison effect through a different method (interviewing).

Both the studies confirmed the role of peer pressure on fashion. Through group interview, researchers found that peer influence can separate individuals into active or passive involvement. Researchers wished combined findings should contribute to the development of cognitive dissonance theory. Researcher found young, and well-educated people were much more likely to try new products.

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